If you’re in the business of selling products and services to other businesses, you’ve likely considered adding video to your marketing mix if you’re not using it already. And if you’re still on the fence, new research says video is quickly going from a nice-to-have to a must-have. It’s the most widely consumed content type on the internet today and that’s reflected in the B2B world, too. Read More
This blog post was originally written last year, because we know how critical a cooperative relationship between your sales and marketing teams is to your business.
We were delighted when LinkedIn’s new ebook, “The Power Couple,” dropped this fall revealing that more firms see the need for collaboration, but many still struggle with how to get there.
We thought it might help to revisit our blog post for some ideas.
Critical as it is, it’s also a major project and it needs to be done right. Thinking about these 6 things before you jump in will help ensure your project goes smoothly.
Launching a new product can be as daunting as scaling the jagged cliffs of Scotland’s Dunnet Head. Today’s new-product failure rate is between 40% and 80%. Why? It could be bad timing, poor marketing support, or simply inferior product performance. But there’s another factor that often gets overlooked – having a sales force that’s not crystal-clear on its goals as it hits the road. Read More
So, your company is coming up on a milestone anniversary: whether it’s 10, 25 or 50 years, it’s a significant accomplishment. As a marketer, you want everyone to know about it, right? Here’s the reality: Outside of your employees, nobody cares.
B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More
It happens to writers, musicians and artists. And, yes, it happens to marketers, too.
We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.
The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.
But what do you do when you don’t know what to do? Read More
We know. “Steal” is such an ugly word. But if you have big goals for 2016, and lack the marketing budget to make it all happen yourself, you have to do something to get things done.
Think about it. Marketing touches every part of your organization, so why not (okay, let’s say) “borrow” funds from other departments? Here are some tips on where to find extra dollars, and how to convince other areas that “sharing” budgets can help achieve mutual goals.
A competitive analysis is a critical step in brand-building in the B2B space. However, B2B market research often doesn’t exist and performing a deep review is time-intensive. It’s easy to veer into the weeds and lose track of your ultimate goal. That is, unless, you follow these five steps to a comprehensive competitive review. Read More
As you gear up for your marketing planning, the “do more with less” mandate doesn’t have to be a pipedream. The secret? Growth hacking—a new modus operandi that’s disrupting the B2B marketing world as we know it.
For the unfamiliar, growth hacking (or growth hacker marketing) has its origins in start-ups. It’s a mindset born out of the need to skyrocket growth as fast as possible, using unconventional resources, on a limited marketing budget. Read More